THE FOXES CLUB

Rebranding one of London’s leading sport and play groups for kids

Brand Architecture Brand Strategy Brand Identity Photography Illustration Animation Copywriting Brand Rollout Brand Guidelines

TRUTH

After an exceptional period of growth and development, The Foxes Club (previously The Little Foxes Club) needed to unite their business under one cohesive brand that appeals to all ages, whilst also balancing the joy and energy of the kids with the professionalism and trust parents and B2B audiences are seeking.

To do this we leant into the business’ belief that play isn’t just important for kids development - it’s vital. Using this insight we developed a brand idea that puts play at the heart of the identity. Borrowing from sporting vernacular, ‘Well Played’ acts as a term of encouragement to the kids and a promise of quality to their parents and teachers.

DARE

To bring ‘Well Played’ to life we knew we needed something bold and iconic to resonate with different age groups and really stand out across kits and in the busy environments the brand lives.

Taking inspiration from sporting crests, we created an iconic badge with a foxy twist. The mark goes on to inform a wider kit of parts made up of patterns, dividers and illustrations.

To broaden the brand’s appeal, ‘little’ was dropped from the name, whilst nuanced tweaks to colour, photography and type styling help tailor communications to different age groups.

Foxes FC, the club’s grassroots football accademy, was seamlessly integrated into the new brand with a small build on the logo and a cooler approach to messaging and imagery.

The overall result is a brand with universal appeal which can seamlessly dial between playfulness, attitude and authority — cute, cool and credible!

Choosing the right agency at such an important time for our business was one of the most significant decisions I’ve made, especially as we’d never gone through a branding process before. As soon as we met with Thisaway, we knew we’d found the right partner. Their enthusiasm for the project, and their ability to guide us through the process and get everyone on board was really valuable to us. "Well Played" aligns perfectly with our business and where we want to go. They truly did a fantastic job!

Michael Kusi - Founder, The Foxes Club

40% 40% Increase in new location participation